Persuasion is often discussed as though changing people’s minds is about using the right arguments, the right tone of voice or the right negotiation tactic. I want to look at persuasion a different way, free from creating buyers remorse. Effective influence and persuasion is about understanding people’s motivations not manipulation. Learning to shift a customer’s perspective the best kind of persuasion. If you can change a customer’s perspective on a trend, for example, you can drive their sales through the roof.
1. Goal of affiliation
For the most part humans are very social, so they want to be liked. Rejection is no fun and we’ll do almost anything to avoid it. We try to affiliate with other people by behaving in ways we assume will be attractive, like agreeing with them or complimenting them. Not only do we want approval from specific people, we also want it from society at large We want the things we do, think and believe to be broadly in line with what others do, think and believe. Most people are joiners and followers so influencers like to give us something to join and someone to follow. The current explosion in social media leverages this fact!
2. Goal of accuracy
To achieve our goals in what is a complicated world, we have to be continually trying to work out the best course of action. Finding what works! People are always striving for the ‘right’ answer. Influencers understand our need to be right. The techniques of social proof and scarcity both nag at our desire to be accurate because we assume other people are likely to be right and we don’t want to miss out on a bargain or a trend. Understanding social proof when it helps keep a client current and relevant is huge marketing tool. Use real statistics to let the customer know their strategy is working and valuable. Compare their results to their competitor. It is essential to manage a customer’s expectations to validate their goal of accuracy.
3. Goal of maintaining positive self-concept
People want to protect their view of themselves. We work hard to keep our world-views intact: we want to maintain our self-esteem, to continue believing in the things we believe in and to honour whatever commitments we have espoused in the past. Persuaders and influencers can leverage this goal by invoking our sense of self-consistency. Designing products and services which help your customer stay consistent with their self image makes selling easy. People will go to surprising lengths to maintain their positive view of themselves. Make your product or service the smart, highly valued choice. Your job of selling will turn effortless.
Understanding why people do what they do is essential in drafting and executing your brand strategy. Follow us on Facebook or find us on Twitter. Call today 713-628-0701 for more ways to build and execute your brand strategy.